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PurposeTo revisit relationship marketing in the context of the digital economy.Design/methodology/approachThe paper develops a conceptual framework (the customer bonding triangle) that enables greater understanding of the contributions of service delivery and online communities in the development of bonds in interactive relationships. The function of the three key elements of the framework (namely service value, technical infrastructure and interactivity) in enabling bonding via internet communities, is developed.FindingsSuggests that firms rethink the role and nature of the consumer and that in order to facilitate bonding firms must make use of systems that are tightly integrated yet can also incorporate flexibility to help develop better understanding amongst participants.Originality/valueProvides a framework to help understand key elements in interactive relationships.

Purpose This paper aims to explore coopetition as a fundamental feature of the collaborative dynamics inherent in entrepreneurial ventures. The authors present a conceptual model and definition of entrepreneurial coopetition, the latter being explained as entrepreneurial involvement in simultaneous cooperative and competitive interactions with business network actors in a relational environment. Design/methodology/approach Using the micro-brewing industry in a Southern State in the USA, as an empirical base, the authors use an abductive case study approach drawing from multiple data sources including semi-structured interviews, marketing materials, information available on websites and social media, as well as information contained in newspaper articles and policy documents. Findings Findings suggest that entrepreneurs habitually interact in a coopetitive manner through norms formed in interaction and that these are often in response to the environment. Research limitations/implications Findings are limited to one particular context. Future research could include entrepreneurs from other sectors, state or country contexts which may reveal other coopetition themes. Practical implications More benefits in coopetition could be reaped if the entrepreneur were more cognitively aware of, and strategically planned for, the coopetitive processes in which they are (or could be) engaged. Originality/value The authors open the black box of entrepreneurial coopetition by putting forward and empirically examining a conceptual definition of entrepreneurial coopetition. This work moves the coopetition discussion beyond the motives behind and consequences of coopetition, analysing interactions from a process perspective. The authors respond to recent calls for a deeper understanding of coopetitive mind-sets and a multilevel approach to coopetition.

Purpose -The purpose of this article is to provide an application of network literature that can be used for teaching and learning purposes. Design/methodology/approach -The information used to present the case study is drawn principally from documentary evidence as well as discussions with a phone manufacturer, retailer and waste management company. Findings -Describes the role of key actors in the development of "circular" supply chains for mobile phones and outlines two recovery and reuse/ recycling schemes, one which operated as a trial (having been initiated by mobile phone manufacturers) and one which has functioned as a commercially viable arrangement since 2002 and is led by waste management and retail firms. The two schemes demonstrate ways in which various parties seek to influence the behaviour of others as well as changes (both temporary and permanent) in the activities performed by and connections between parties.Research limitations/implications -Whichever way various companies choose to deal with electronic waste, one factor remains constant, namely that collection schemes are of little value without consumer involvement. The case study would have benefited from empirical research of consumer awareness of and propensity to contribute to phone collection schemes. Practical implications -A valuable illustration for teachers and students of "markets as networks" using a problem which is prevalent in any geographic location. The case could also be used as a vehicle for students to design and conduct research into consumer disposal of discarded phones and awareness of/propensity to make use of available recovery and reuse/recycling schemes. Originality/value -Requires the reader to think beyond linear supply chains and shows how network literature can incorporate consumers and organisational actors alike. The UK perspective provides a useful teaching/learning tool by describing how discarded mobile phones are handled. In addition to this, the case study could be used as a starting point from which to investigate how networks are organised in other geographic locations for dealing with this same problem.